Confucian values, trust, and family farm adoption of green control techniques

Encouraging farmers to adopt green control techniques (GCTs) helps to reduce and control the use of chemical pesticides. However, there is a lack of attention regarding the promotion of culture as an informal institution. As an important part of Chinese culture, Confucian values affect the behavior and decision-making of Chinese people imperceptibly, and these values are more visceral for farmers. We apply a mediation model with categorical variables to a dataset of 443 family farms in Shandong and Henan provinces to systematically investigate the relationships among Confucian values, trust, and the family farm adoption of green control techniques. We use the conditional mixed process and two-stage least square estimation methods for instrumental variables to address potential endogeneity problems. Our findings show that Confucian values have significant positive effects on trust and the family farm adoption of GCTs. Trust has a positive effect on the family farm adoption of GCTs and a mediating effect on the relationship between Confucian values and the family farm adoption of GCTs. Therefore, Confucian values should be emphasized for creative transformation and innovative development. To strengthen the spread of Confucian culture and improve education about it, traditional folk and cultural activities should be established, Confucian self-study by family farms should be encouraged, favorable external conditions should be created, the Confucian values of family farms should be guided and cultivated, and the trust level of family farms should be enhanced to improve the efficient extension of GCTs.